Cameron’s TrueCut Motion Support Seen ‘Significantly’ Boosting Awareness
Pixelworks’ ability to commercialize the “full potential” of TrueCut Motion, its homegrown motion-grading platform, “requires acceptance and buy-in from ecosystem partners” across the content creation, content distribution and device manufacturer “domains,” said CEO Todd DeBonis on a Q2 earnings call…
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Wednesday. TrueCut Motion’s purpose is to establish that content creators’ “original intended motion look and feel is consistently delivered regardless of the screen on which it's viewed," he said. TCL became TrueCut Motion’s “first foundational ecosystem partner on the device side” at CES 2022 (see 2201040046), he said. Then Pixelworks said last month it’s working with Lightstorm Entertainment, director James Cameron’s production company, under a “multi-title licensing agreement,” to bring TrueCut Motion to Avatar, Titanic and other feature films (see 2207190001). TrueCut Motion is being used “to remaster both Avatar and Titanic in cinematic high-frame-rate 4K HDR for theatrical release,” said DeBonis. “With James Cameron's public endorsement, we expect to significantly elevate the awareness and interest for the TrueCut Motion platform.” TrueCut Motion’s “value proposition absolutely extends beyond the theater and into every living room, which we believe is one of the primary opportunities to monetize” the platform, he said. “All modern TVs have a dramatically higher luminance than what you would experience in a movie theater,” he said. “This increased brightness, when combined with HDR and larger screen sizes, further accentuates motion issues such as strobing, judder and deblur, all of which the TrueCut Motion platform solves without the viewer having to adjust any settings on their TV.”